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Kraft Courts Mommy Blogger Readers With Online Talk Show

Kraft is launching an online talk show hosted by former Punky Brewster star Soleil Moon Frye, a prominent mommy blogger.

Thirteen Kraft brands, including Jell-O, Mac and Cheese and Chips Ahoy!, will be featured in the series, HerSay, which will tap content and themes discussed by mommy bloggers. Frye, whose blog can be found here, is part of the draw. HerSay is owned and operated by DECA, a digital media company aimed at women.

The series, which goes live on May 17, will run weekly. Episodes will range from two to four minutes in length. Forty of the 72 episodes will feature Kraft bands. Mark Stewart, vice president of global media services for Kraft, says the show will be promoted across MSN properties and via search ads. The idea was "to be a part of conversations" that moms are having.

Kraft has tried its hand at online talk shows, a format that has yet to catch on with the mainstream. A program called MindBodyBalance featured actress Faith Ford and promoted the company's Philadelphia cream cheese brand. Another, called You Gotta LOL, which was presented as "a comedy series for and about women," was sponsored by Miracle Whip.

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